Impact of Marketing Strategies on Strengthening the Image of Public Universities in Ecuador

This article analyzes how marketing strategies impact the strengthening of public universities' images in Ecuador. In a systematic literature review, it shows that the main problems affecting institutional reputation are found in the lack of qualified personnel in their communication departments, as well as administrative management deficiencies. Then, it introduces some of the emerging relational tools, like artificial intelligence and neuromarketing, whose effectiveness has been already tested with a view to improving institutional perception. The competitiveness theory will provide insights for understanding how universities can acquire differential advantages within an increasingly globalized and competitive market for educational services. It follows that effective marketing strategies, digital marketing, and personalized contents help in increasing visibility, thereby attracting more students and enabling international collaborations. The article concluded that what public universities need to do is integrate such strategies coherently with their institutional objectives for effective positioning and improved public perception.